Marketing Tips for Plastic Surgery & Beauty Spas

The beauty industry is worth around $445 Billion according to Forbes. No matter where you turn there’s no shortage of beauty salons and spas and plastic surgery clinics eager to offer you their expertise for a fee. And, that fee is usually pretty steep. But, how do they compete in such a cut-throat business environment? Most such businesses need to get a steady flow of new customers to ensure continued success. The savviest business owners turn to digital marketing consultants to help them with their online advertising efforts.

SEO vs PPC for service industries

What’s better for a local business, search engine optimization or pay per click? This question has been debated for as long as PPC has been around. And, there’s no easy answer to it. PPC consultants will  give you all the reasons why you should choose this strategy over SEO. SEOs will want you to believe that SEO is superior in that once you rank traffic is free. The answer lies probably somewhere in the middle.

The advantage of PPC is you can quickly launch campaigns and start receiving traffic right away, and presumably, some of this traffic will result in new customers. The downside is that it can get expensive. Then, there’s this thing called click fraud. What it means is competitors will click on your ads and burn through your budget. This can be done manually or with a bot. Google claims that they have a solid click fraud policy but from our experiences that isn’t quite true. The other disadvantage is that there is no residual value. What that means is once you turn off your ads leads stop coming in.

The advantage of SEO is once you don’t pay for clicks. You don’t have to worry about click fraud. The disadvantage of SEO over PPC is that it can take months to rank. And, once you rank, you may want to fire your SEO consultant because they’ve done a good job and you no longer need them. Chances are if you do this your rankings may drop over time. So, to maintain top placement you may want to retain them long term, hence an ongoing fee.

If you own a plastic surgery clinic then you may want to first start with Adwords. Let’s do some simple math. If you Google ‘plastic surgeon in Michigan’ the average cost-per-click is $7. Local businesses tend to average about 3% conversion rate. Let’s say you get 1,000 clicks at $7 then you’ll pay $7,000 in adcost. 3% of 7,000 is 30 phone calls. You should be able to convert at least 20% of the callers into paying customers. That is 6 paying customers. If your average procedure costs $6,000 then you stand to make $36,000 in revenue. Not bad. Ideally, you want to combine this strategy with SEO and capture organic traffic.

But, what if you’re a makeup artist in Michigan? Average CPC is $.59. Let’s say you pay $590 of 1,000 clicks. Let’s assume your conversion rate is the same as the surgeon so you’ll receive 30 calls. Because of the type of business you’re in and the cost of your services you can expect to close more then the surgeon. But, for the sake of comparison, let’s say you net 6 clients. If your average cost is $80 for a makeup application then you would net $480, or a loss of $110. This wouldn’t make sense for your business. You should maybe look in to SEO.

The video below discusses PPC for surgeons if you’re interested.

Marketing Your Private Label Skin Care Formulation Business

Interested in a new career? Consider becoming a skin care and cosmetics formulator.

Efficiency and safety: these two words sum up the philosophy behind all successful formulations, whether they are patented innovations. The best private label skin care and cosmetics formulators are constantly looking for the perfect balance between optimal efficacy and tolerability when creating formulas.

Constantly renewed achievements in formulation

The best formulators generally have two goals: the skin care be able to effectively meet the needs of people with sensitive skin, while ensuring optimal tolerance to remain gentle for all skin types, even sensitive skin. This task would be impossible without these formulators whose dedication and talent can transform every technical challenge into a success.

The creation of a skin care product is always a new challenge that mobilizes our team for almost two years from the time when an active ingredient selected. Three guiding principles governing the development during each stage of the process: a rigorous selection of raw materials, a high concentration of the main active ingredient and a streamlined formulation protected by an optimized preservative system. During this development formulation undergoes a rigorous series tolerance test in normal use. If the formulation tolerance for these tests are not acceptable (in terms of allergies or comfort) begins our laboratories from the beginning of the formulation.

High demands level with the requirements of sensitive skin

80 formulation trial: this is the number of proposed galenic forms that formulators sometimes need to obtain the desired effect. But our perseverance does not stop there: a large part of our skin care products must pass the limit of clinical studies conducted in collaboration with dermatologists. Thanks to  these studies  , their efficacy and safety demonstrated – even on sensitive skin or problem skin.

Last but not least, we strive to give you an optimal experience of our products by working a lot with their consistency. From the formulation of the most immersive and lovely skin care for dry skin to matting gelcremer for oily skin achieves formulators new formulation exploits every time that gives efficacy, tolerance and comfort during application for all skin types.

To learn more about how to become a skin care formulator go here.

How to make money as a formulator

The traditional route would be to get a job with a lab or manufacturer. A more lucrative position could be to work as a contractor. Individuals or businesses who are looking to launch new lines would hire you to develop formulas on their behalf. You could monetize these formulas in one of two ways.

  1. They pay you to develop a formula. Generally, it ranges from $750 to $7,500 per formula. If a newcomer is looking to develop a line of 5 products then it could cost them $3,750 to $37,500. Big brands are well capitalized and are in a more favorable position to pay you compared to startups.
  2. You could license your formulas to your clients and make a residual on royalties. Essentially, every time they sell a product they would pay you a fixed percentage of sales. In the long run, this would be a more lucrative model however it is more complicated.

How to get business as a skin care formulator

Aside from setting up your favorite social media accounts such as LinkedIn, Facebook and Instagram you should aggressively advertise your business by contacting your favorite small brands and local skin care manufacturers. But, one of my favorite methods is to use Google AdWords. If you aren’t familiar with how it works essentially when people Google ‘cosmetic chemist for hire’ your paid add would appear above organic listings. If there aren’t any other competitors then your’s would be the only ad to show.  Anytime someone clicks on your add your account is charge a fee. For this keyword, bids are extremely low. For example, if 100 people click on your add and the cost per click is $1 then you would be charged $100 for those clicks. Many businesses average a 3% conversion rate. Some specialty industries average higher conversion rates and some lower. But for the sake of this example, let’s assume that your closing rate will be 3%. Out of 100 clicks you would hypothetically get 3 clients. And, if the average cost per formula is $2,500 (it could be higher or lower) then you stand to make $7,500 in revenue. You would deduct $100 in marketing costs and the cost of raw materials and other related costs. As you can see, this could be a very lucrative occupation.

The video below provides information on how to get a skin care formulation diploma.

Google’s Latest SEO & PPC Changes

One thing is for sure. Whether you’re doing PPC or SEO Google is bound to come out with an update that is in high probability going to affect your organic rankings or pay-per-click bidding and ROI. The most recent development, as of the writing of this post, is that Google AdWords decided to indiscriminately blackball the addiction treatment industry.

Why would google do such a thing? Let’s step back for a moment. Google is an advertising company after all. They make money from their advertisers who use their AdWords platform. Cost per click for various addiction treatment keywords can get as high as $200. This is a massive industry which generates Google obscene revenues. Yet Google not only penalized their advertisers but also itself. This is in part because the addiction treatment industry is notorious for overcharging for services and providing lousy service. Then, there are players who target drug and alcohol addicts who will relapse. They continue to pray on them while committing rehab insurance fraud in the process. Various non-profit groups and lawmakers have been talking about this for some time and have urged Google to take action. Rather than acting responsibly, Google penalized the entire industry to a large extent because of the actions of a few bad apples. The worst offenders are said to be located in Florida, California and Arizona.

If you were to Google terms like drug rehab center in California or alcohol treatment center in Florida or a combination of such terms you will no longer find any paid ads. This not only target placement firms who may at times use misleading advertising even though they have no footprint in said locations where they advertise, it also punishes legitimate treatment centers in those locations. This move by Google was in part to save face but also to avoid any potential legal action by an opportunistic prosecutor. Google is in the process of sorting this out which could take months.

If you want to know why Google has changed their advertising policy for addiction centers then read the following link published by the NY Times or view the video below.